The Brief

Target travel intenders and competing destinations to increase engagement and clicks, while ultimately driving economic and media impact for Asheville.

The Solution

Focusing on storytelling that challenged the perception of the area and looked closer at the dynamic tapestry of culture, people, and stories that are alive in the region today, Tripadvisor created a multi-layered custom content campaign to drive brand awareness amongst Asheville’s target audiences. This campaign included a Branded Hub, Branded Articles, Branded Voice Experience, TripConnect, and High-Impact Media, all highlighting the nuances of Asheville’s musical heritage and the current cultural scenes of the city’s vibrant personality.

The Amazon Alexa Branded Voice Experience spoke to the individuality of the region and provided an audio tour narrated in the Appalachian accent alongside a guided quiz that matched listeners’ music preferences to Asheville travel recommendations.